SOURCE: Attitude Drinks Inc.

September 27, 2010 05:00 ET

Attitude Drinks Retains KCSA Strategic Communications as Agency of Record

Company Plans Nations Rollout of World's First Real Ultra-Filtered Milk Recovery Drink

Phase III Leverages Chocolate Milk to Support Athletes' Workout Regimes

PALM BEACH GARDENS, FL--(Marketwire - September 27, 2010) -  Attitude Drinks (OTCBB: ATTD), an innovative beverage brand developer and marketing company, has selected KCSA Strategic Communications (www.kcsa.com) as its integrated marketing and communications firm of record.

Attitude Drinks has retained KCSA to build brand awareness and help drive sales of Phase III, the world's first shelf stable, real milk recovery drink. KCSA will integrate all communications tools and tactics to launch Phase III, initially in New York City, then nationwide to build brand awareness and help drive sales.

Phase III is a reduced sugar, low fat, grade-A flavored milk recovery drink that contains 29 percent less sugar and more than two times the protein of regular chocolate milk. It is a rich and creamy milk recovery drink that delivers 35 grams of naturally occurring protein. In creating this revolutionary drink, lactose and much of the sugar naturally found in low-fat milk, is removed using a patented ultra filtration process. Attitude Drinks' proprietary process enables them to deliver scientifically balanced protein and carbohydrate levels as well as fortification with a robust list of nutrients. Phase III is packaged in 14.5 ounce re-sealable, environmentally "green" bottles.

"Unlike nearly every other competitor on the market, Attitude Drinks' Phase III uses real milk, tastes great and leverages cutting edge science to give any athlete who drinks it the best recovery experience possible," said Lewis Goldberg, Managing Director of KCSA Strategic Communications. "Attitude Drinks' management team has built a solid foundation to create a national brand, drive tremendous sales and really provide a world class product to the market."

KCSA will be designing and launching a new website for Phase III which will integrate social media, user generated video, training tips, store locators, scientific research to support the recovery value of milk-based drinks, and a wide range of other functionalities. Additionally, KCSA will conduct a grass-roots public relations campaign designed to educate the athletic community about the value of milk-based recovery drinks and to drive direct sales.

Roy Warren, president and CEO of Attitude Drinks stated, "We looked long and hard for a firm like KCSA that understands our strategic goals for building our brands to the point that they have true value and equity in the market. KCSA's ability to bring a truly integrated marketing/communications offering to the table is why we chose them to launch, market and promote Phase III."

About Attitude Drinks Inc.:
 Attitude Drinks Inc. is an innovative, beverage brand development company with a focus on functional milk, ready-to-drink beverages. Phase III 'Recovery'® is the company's first, functional milk drink exploiting recent scientific evidence of the benefits of milk and protein as an exercise recovery aid. The February 2010 launch of Phase III marks the first time a sports drink has been formulated from real milk. For more information, visit www.attitudedrinks.com.

About KCSA Strategic Communications
Now in its 41st year, KCSA Strategic Communications (www.kcsa.com) is the only corporate communications firm in the nation that integrates investor relations, public relations and marketing services. The firm's customized programs and strategic counsel create communications solutions for public and private companies allowing them to effectively reach their desired audiences and achieve their business marketing goals.

This news release contains forward looking statements within the meaning of the Securities Litigation Reform Act. The statements reflect the Company's current views with respect to future events that involve risks and uncertainties. Among others, these risks include the failure to meet schedule or performance requirements of the Company's contracts, the Company's liquidity position, the Company's ability to obtain new contracts, the emergence of competitors with greater financial resources and the impact of competitive pricing. In the light of these uncertainties, the forward-looking events referred to in this release might not occur.

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